Latest / Ambitious Podcast / EP.121: The 4 BIGGEST Changes in Online Business RIGHT NOW! | The Ambitious Podcast

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EP.121: The 4 BIGGEST Changes in Online Business RIGHT NOW! | The Ambitious Podcast · Ambitious Podcast

• 0:00
  What used to be the way of doing business is no longer the way to
• 0:03
  do business anymore. And I know many of you are
• 0:05
  probably feeling like, am I the only one feeling this?
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  Is this just my business now? Standing out has actually become
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  the barrier. There are a lot of buyers who've
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  been burned. They've been told they're going
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  to get one thing and haven't received it.
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  The people who are winning right now are not the people who are
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  the loudest. You as the marketer telling me
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  that you can change my life doesn't mean anything to me.
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  People now are not buying promises online, they're buying
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  proof. If you don't stand for anything,
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  no one can stand with you. The market doesn't care how we
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  feel. It's going where it's going to
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  go and you either adapt or you die.
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  Hello and welcome back to Ambitious Today we're talking
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  about something that everyone can feel everybody's talking
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  about, but also can't quite put their finger on and often times
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  are not talking about publicly. And that's the fact that the
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  online space of doing business in an online market, whether
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  you're marketing through TikTok, Instagram, YouTube, podcast, it
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  does not matter. What used to be the way of doing
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  business is no longer the way to do online business anymore.
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  We know that things are shifting, whether it's content
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  is changing, marketing is shifting AI.
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  What does that mean for literally everything and
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  everybody? Sales cycles seem to feel like
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  they are not as short and as quick as they used to be.
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  Offers and what people are desiring are changing.
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  Why does it feel like it's harder to do the same thing that
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  I used to do 2 years ago? And I want to do this episode in
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  this topic today because I have had so many of these
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  conversations behind closed doors.
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  And I know many of you are probably feeling like, am I the
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  only one feeling this? Like am I the only one, the only
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  one who feels like this? Is this just my business?
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  Like you kind of don't know whether this is a industry
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  thing. Is this a entire business space
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  thing or is this a me thing? Is this my brand thing?
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  And so today is probably in some respects going to be validating
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  of the fact that this is not a you thing.
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  This is a industry shifting thing.
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  It's also going to be an awareness piece.
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  A lot of us can feel that something's not quite like it
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  used to be, but many are struggling to put their finger
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  on exactly what that is meaning what exactly has changed.
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  And because we don't have a lot of awareness, or maybe we can't
• 2:19
  quite put our finger on what's shifted, we end up shifting
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  instead to, OK, well, if I don't know what's shifted, how do I
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  fix it? How do I make sure that my
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  business, when all is said and done, is still alive and not
• 2:32
  just alive, but thriving? Like how do I make sure that I
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  still am in business at the end of all of this?
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  And so today we're going to talk about all of that.
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  We're going to talk about, you know, as someone myself who's
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  been in the space for about 8 years now, what it used to be
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  versus what it is now. What you're going to want to
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  anticipate as things that you're going to see start to shift in
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  things such as marketing, brand sales, offers.
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  We're going to touch on all of it.
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  AI and in each of these, I want to break down in a kind of a
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  similar format. What's changed what this means
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  for you and most importantly, what to do.
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  One of the things that I'm I can't stand is that I'm seeing a
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  lot of content about, you know this is shifting and this is
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  shifting but I'm like, great, that's awesome to scare
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  everybody, but what do they do to ensure that they can take
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  action on this? And so we're also going to give
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  you some things to actively think about integrating within
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  your business to also help you during these changing times.
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  So I wanna kind of add a little, you know, you already know I
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  love some data and I love data because data reinforces that I'm
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  not just in my fields. There's actual facts to support
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  the things that I'm feeling. And so I was literally
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  researching to say, OK, how much has this online space grown
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  since I started and when we first started in the actual
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  like, market conditions, right? So one of the first things I
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  want you to think is like the market condition has changed.
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  The online market is now worth specifically in the even the
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  consulting market is worth 6.2 with AB billion dollars, $6.2
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  billion is what the consulting industry online is now worth.
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  The number of consultants online has now grown 54% in a matter of
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  six years. So even for myself, where I
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  started this eight years ago, the amount of people that have
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  come online is insane. Like the amount of actual people
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  that have started online businesses is wild since I first
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  started. Because when I first started, a
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  lot of people were like, what do you do?
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  Like what are you offering? And now it's something that many
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  people are aware of. So while it's still a low
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  barrier to entry, now standing out has actually become the
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  barrier. And so we've basically gone from
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  this boom of like online offers, a boom of agencies, a boom of
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  coaches. We've gone from that to a very
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  overcrowded and as a result, a very competitive space.
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  And one of the things that I think is important as like
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  change #1 which is the market, something that I love, if you
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  know me, you know that I'm a big fan of Gary Vee.
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  And one of the things that Gary Vee talks about is the fact that
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  being first to market in any situation is extremely
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  leverageable. So we saw this even for example,
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  with TikTok, right? So like when TikTok came out,
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  everybody was like, you got to get on TikTok, you'll go viral,
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  you got to get on TikTok. It's easy reach, you know?
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  And even now the same conversation is happening with
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  Sub Stack because Sub Stack, which is its own topic I'm not
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  going to get into. But if also side note, if you
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  have not listened to the episode.
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  So with Landon, we talk about sub stack and marketing on that
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  as well. Sub stack is something that also
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  is very much in its infancy as a platform.
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  And so there's a lot of discussion around should people
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  or how people should be leveraging this because sub
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  stack is not yet mainstream. So the same thing is true when
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  it comes to the online business market.
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  Everything has this cycle where it's new to market, meaning a
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  lot of people are a little bit questioning of it.
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  They're not quite sure of it. They're it's not mainstream yet.
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  And then eventually over time, it goes from, you know, only a
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  very select percentage doing it. Then it becomes very niche, but
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  there's more of a group doing it and then it becomes mainstream.
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  And to the masses. We're also seeing this with AI,
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  right? So you probably have seen, you
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  know, AI was only used by these crazy tech billionaires and
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  trillionaires. And then it became the elites
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  were using AI and then it became the AI was being used by a very
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  new niche group of people. And now my mom uses AI on a
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  regular basis, right? So it's mainstream.
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  So we want to recognize that market conditions and the life
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  cycle of something coming to market, whether it is agencies
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  online, coaches online, you know, TikTok, sub stack AI, it
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  doesn't matter. Everything has a life cycle.
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  The first thing you want to acknowledge if you're going to
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  be an online business is that in doing marketing, sales, offers,
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  brand, you kind of have to accept that things do have a
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  life cycle. And it means there are going to
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  be situations where you can be first to market.
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  And there's also going to be situations where maybe if you're
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  a little bit late to integrate, you're late to the party, but
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  you're still able to leverage it.
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  The online space also had these people.
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  There's people who were very new and very quick to the market
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  when it was first becoming a thing doing online business.
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  And now when we think about someone starting today, they're
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  walking into a much more overcrowded competitive market.
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  So we want to recognize that the competition you might be feeling
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  or the needing to outperform the post next to you, needing to
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  really separate yourself even more as the brand next to you.
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  Truthfully, years ago, that wasn't really that difficult
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  because there wasn't so many people online.
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  It wasn't so difficult to stand out because you weren't needing
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  to stand out amongst a group of 300.
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  You were standing out amongst a group of 30 at that time, right?
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  If we were to think about it like an analogy or an example,
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  So what this means for you is that when there are more online
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  businesses, there's more noise and when there's more noise,
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  it's harder in general to get noticed.
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  So it means that if you have a generic offer, if you have a
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  generic marketing, if you have generic anything, meaning when I
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  say generic, it looks a lot like the others, meaning I don't
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  really feel like this is unique. I don't really feel like it's
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  anything, you know, specific or personalized to you in any way.
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  And as a result, because there's so many options, people are
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  feeling and buyers are feeling like they've got a lot to choose
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  from, right? So if you don't stand out, if
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  you don't really hear these, these words or this phrase of
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  like creating yourself as a category of one.
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  If you don't create yourself as a category of one, basically
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  what happens is you look just like everybody else.
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  Your offer looks like everyone else.
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  Your sales process is like everybody else.
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  So it means that when that person's looking to make a
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  decision on who they're going to invest with, they're not
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  thinking about, OK, well, I've got this group and she's really
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  different. And then I've got these four
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  which are almost the same. When we feel like you're not a
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  category of 1, you get grouped in with everyone else, which
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  means buyers have a very difficult time understanding why
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  when there's 15 of other people who do what you do, who look
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  like the way you look like in the sense of in, you know, the
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  approach you take to marketing sales process is the same, the
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  price is the same. Why are they going to invest
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  with you? And so this is a impacting the
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  sales process and it's also impacting audiences.
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  So previously, to build an audience, it wasn't necessarily
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  easy in the sense of any time building followers on Instagram
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  has been something that takes work.
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  So I'm not ever going to minimize the work that it takes.
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  But I do think now it's more competitive than ever.
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  And so people will say it feels like it's so difficult to build
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  my following. And truthfully, unless you do
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  something that is extremely unique and again, very different
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  than most people, it means that you're going to struggle to
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  build your following. Because why would they follow
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  you if they also have potentially 15 or 50 or 150
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  other options that look identical to you?
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  Now, this also impacts niche. I'm seeing this and I hate to
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  even say this word because I know sometimes when I say niche
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  to people, they're like, oh, Kate, I know my niche.
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  I know you know your niche, but I want to share a story actually
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  of even myself for for me. If you're trying to help
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  everyone, you are standing out to no one.
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  And previously, it's not that this is a new concept, but
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  before I feel like you could kind of get away with being a
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  little bit less specific. And that was because, again,
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  there wasn't a ton of options to choose from or it wasn't as
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  crowded as it is now. So now that we're in this place
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  where we have a lot of competition, it means that being
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  more of a generalist is becoming even more of a detriment to you
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  as a business now more than ever.
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  And even for me, I've been experiencing this in my business
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  because I realized, OK, like I saw these shifts are happening
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  in the market. And until now, to be honest, I
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  would say I have a niche, but I've gone very lucky with the
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  niche that I had. And what I mean by that is I
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  have helped authors in person, businesses like naturopath
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  clinics, lawyers, I've helped coaches and consultants.
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  I've helped agencies, freelancers, service providers,
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  speakers, like all kinds of different brands that don't fit
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  this like cookie cutter mold. And so I have helped people do
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  high ticket, passive, big team, small team, organic.
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  So my clients dabble in ads. Like it really is a spectrum of
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  just tons of variety. OK.
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  And I've loved that. Don't get me wrong, I love,
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  love, love the variety of the people I'm able to work with.
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  But what I recognized was if I'm going to really leverage, I got
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  to get even more specific because it meant from a
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  marketing perspective or from a standout perspective that there
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  was too much ground that I was going to need to cover in
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  marketing, sales, the offer, everything.
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  And I thought, OK, how do I really double down on the thing
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  that I really love to do, which really truthfully is high
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  ticket. Like for all of the clients that
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  I've helped, 99% of them I still have done passive, but I really
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  love high ticket. So because of that, I'm doubling
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  down now on really becoming the go to high ticket person.
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  So making sure that you can sell high ticket services, high
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  ticket offers. Now even with that, that was not
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  specific enough because it meant, OK, great.
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  Well, there's tons of people who do high ticket.
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  So now I've really doubled it down to basically saying I
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  mainly am focusing on agencies and consultants.
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  Those are really the only two people I'm helping.
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  If you're like, hey, I just want to launch my book.
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  I'm probably not the person for you if you don't have it
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  connected to one of those services.
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  If you are somebody who's like, I just want to, for example, be
• 13:00
  a content creator, I'm probably not the person for you.
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  I know great people that can help you if that's your goal.
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  So if you're just wanting to be a content creator, again, it's
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  not that I couldn't do it. I just realized the more that I
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  divide myself amongst like I'm going to help everybody because
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  I have that side of me that wants to.
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  The more that I do that, the more I'm actually hindering
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  myself in my own growth. So when we think about looking
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  at what this means in this climate, it may also mean even
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  for you, oh geez, who've been in this space for a while saying to
• 13:32
  yourself, can I get more specific?
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  Can I get more granular? Can I get more detailed on
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  exactly who it is that I help and what problem that I solve?
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  And one of the things I even talked to a private client who's
• 13:45
  kicking off and what we had been speaking about is she is a
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  marketing and sales expert and she she does consulting for
• 13:53
  marketing and sales. And I said to her, listen, you
• 13:55
  know, one of the things that we know is that the marketing and
• 13:57
  sales base is very saturated, whether it's business coaches or
• 14:01
  marketing and sales specialist, like either way, there's tons of
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  them, right? So we know that this is
• 14:07
  something that there's a lot of within that niche.
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  But what we also have to recognize is that even if there
• 14:12
  is a lot of people in that niche, we can find a way of the
• 14:15
  unique way in which you do things or the unique perspective
• 14:18
  that you have in your industry or the unique way in which you
• 14:21
  market that's really going to help you to separate from
• 14:23
  everybody else. So I want to invite you to
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  really go back to who you help and what you do.
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  And this might sound like really fundamental foundational things,
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  but I want to invite you to do the same exercise I did, which
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  is to say, if I had to really pick who I wanted to help or the
• 14:40
  specific problem I was known to solve or the specific process of
• 14:43
  how I solved that, what would I say that is?
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  Do I feel clear on what that is? And if not, if you can't go more
• 14:50
  granular, then again, it's really an exercise that you need
• 14:53
  to be doing. If you say, well, I want to help
• 14:55
  everybody, I want to do everything, it could be the
• 14:57
  detriment of your business in the years to come.
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  So we need to ensure that we are very specific who we help and
• 15:03
  what we're helping them to do. And also we're seeing in data,
• 15:07
  they had a a recent study that was talking about the
• 15:10
  specificity within marketing and the ability for people to speak
• 15:14
  to a hyper, hyper, hyper niche problem and a hyper niche person
• 15:19
  within their marketing. And this they basically showed
• 15:23
  for the businesses and the brands that did this, they on
• 15:25
  average grew 30% faster than their competitors.
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  So I will say, even in my peer mastermind groups, this is a
• 15:32
  conversation we're having. People are saying, I used to do
• 15:35
  business this way. We see where the market's going.
• 15:37
  People want specialist in what they're investing into.
• 15:40
  And so they're looking for them. And if they're looking for them,
• 15:43
  the question for you becomes, does your marketing, your brand
• 15:46
  and what you're putting out help people to know that that's you?
• 15:49
  OK. So this also means if I haven't
• 15:52
  said it out directly, that you can't, you can't help everybody.
• 15:57
  You can't help everybody. And I had someone who was saying
• 16:00
  to me, you know, Kate, but I want to help everybody like I
• 16:02
  have. I know that I can help lots of
• 16:04
  people. And I said, listen, I recognize
• 16:07
  that. But you also want to acknowledge
• 16:10
  that you can impact people in a multitude of ways.
• 16:12
  So even for me, I knew that I wanted to help beginners and I
• 16:17
  wanted to help people who were advanced in business, who were
• 16:19
  scaling. And I had this offer that we
• 16:21
  previously had and I don't have it anymore, but we had a
• 16:24
  previous offer. It was called ITI Foundations.
• 16:26
  And it was basically for people who were looking to launch and
• 16:29
  to grow or to start an online business.
• 16:31
  And I loved helping beginners. It wasn't that I didn't love
• 16:34
  helping beginners, but I knew that even then I needed to niche
• 16:38
  and I want to scale, go all in on scaling individuals.
• 16:42
  But the thing that I had to address was the fact that I was
• 16:45
  like, I'm not going to be able to help beginners.
• 16:47
  And I don't know how I feel about that.
• 16:49
  And when I got into it, I realized, like, even this
• 16:51
  podcast can help you if you were a beginner to get some of those
• 16:55
  fundamentals and those foundational pieces established
• 16:58
  to be able to grow your business.
• 17:00
  And so while I don't have an offer and I don't have something
• 17:03
  that I can sell somebody to help them as a beginner, I do without
• 17:07
  question, have something that could help someone to absolutely
• 17:10
  be able to grow their business through this podcast, through my
• 17:13
  content. So also remember, if you're
• 17:15
  feeling you're struggling to remove the idea of like kind of
• 17:19
  cutting off a certain type of part of the niche, recognizing
• 17:24
  that, well, yes, you can't help everybody, recognizing that
• 17:27
  helping everyone doesn't have to come from an offer who said that
• 17:30
  helping everybody had to have a price tag attached to it.
• 17:32
  So that's also something that has been a huge invitation for
• 17:36
  me to realize how much more impact I could have and could
• 17:39
  make if I just allowed myself to do it, not through an offer.
• 17:43
  Now the second shift was you are 100% going to have felt is the
• 17:48
  trust change and the buyer shift.
• 17:50
  OK, So listen, because of the the growth of the online market,
• 17:56
  we have seen lots of promises, OK, 10K ten days, you know, 7
• 18:03
  figures in two weeks and lose 25 lbs with one workout and all
• 18:08
  these big promises. And truthfully as time's gone
• 18:12
  on, like at the beginning of coaching, the promises were like
• 18:15
  outlandish. Like in the online space, the
• 18:18
  promises were like, get you 50 leads with this one, you know,
• 18:22
  service that we do, it was really out there.
• 18:25
  And at the beginning, those big claims were easily marketable
• 18:28
  because, again, the industry was so small, the consumer wasn't
• 18:32
  seeing those claims everywhere on the Internet.
• 18:34
  They were few and far between. But then what ended up happening
• 18:38
  was over time, your consumer, the person who's investing in
• 18:42
  you saw those promises one after another all over the Internet,
• 18:47
  right? And so we see the 10K in 10 days
• 18:50
  and we see the get this many leads and these huge big
• 18:53
  promises. So the ideal client has not only
• 18:56
  been programmed to see this everywhere, which indirectly
• 19:00
  means it's not as leverageable. It doesn't mean as much because
• 19:03
  this is considered, oh, I see that everywhere now.
• 19:05
  It's not that that big of a claim because anyone on the
• 19:08
  Internet saying the same thing. But also with this, there was
• 19:11
  the impact. So when people, especially post
• 19:14
  COVID, post COVID, there was a huge surge of online businesses
• 19:18
  and those online businesses sometimes were whipped up.
• 19:22
  And what I mean by that is like there were people who wanted
• 19:25
  online business and they threw something together.
• 19:27
  They threw together an offer, they threw together a product,
• 19:30
  they threw together something to be able to sell people like
• 19:33
  course coaching service agency, right?
• 19:36
  They threw together something. And when they did that, here's
• 19:40
  what happened. There were people that really
• 19:43
  truthfully, when Covad happened, were not necessarily qualified
• 19:48
  to be doing what they were doing.
• 19:49
  They weren't really qualified necessarily to offer a service.
• 19:52
  They weren't qualified to offer potentially coaching or they
• 19:56
  really truthfully weren't doing it for the right reasons, even
• 19:58
  if they were qualified. They would create a coaching
• 20:02
  offer or they'll create a service and in doing so, they
• 20:05
  would have people enroll and they might be really great in
• 20:08
  marketing and sales, but they didn't care about delivery.
• 20:11
  And So what ended up happening is with this huge surge of new
• 20:14
  online businesses and their big claims and people buying into
• 20:18
  those big claims, whether it's through agency, coaches,
• 20:21
  consultants, courses, when they bought into those, what ended up
• 20:26
  happening was they didn't get results.
• 20:28
  They had this big over promise and under deliver, right?
• 20:32
  And so they were let down by these past investments.
• 20:35
  And so as a result, there is this shift right now in the fact
• 20:39
  that there are a lot of buyers who've been burned.
• 20:42
  They've been told they're going to get one thing and haven't
• 20:44
  received it. And so they're going into the
• 20:46
  new investments, the new brands they're going to buy from and
• 20:50
  they're coming in with that programming.
• 20:52
  And I've even seen this when it comes to my applications.
• 20:55
  I some people who literally put directly on their applications,
• 20:59
  they said, hey, I am going to be honest, I have been very burned
• 21:02
  by this industry. I have invested in mastermind
• 21:04
  after mastermind, never got help.
• 21:07
  I feel like the person didn't even know anything about my
• 21:09
  business or I was in this, you know, program or experience.
• 21:14
  And, you know, I was gaslit after ABC.
• 21:17
  Like all these things have been shared in submissions and in DMS
• 21:22
  with people telling me these horror stories.
• 21:24
  So this is a real thing. And so as a result, people have
• 21:27
  hesitancy. So you're going to see that
• 21:30
  hesitancy show up in your business now, which means that
• 21:33
  one of the ways that we're seeing this is that people are
• 21:35
  seeing sometimes, not all the time, but sometimes that your
• 21:39
  audience is actually in this place where they're taking
• 21:43
  longer to buy, they're taking longer to invest.
• 21:46
  For example, before, I would probably say, you know, I had
• 21:51
  more often than not previously, I had people who would see my
• 21:54
  content and within 48 hours they were client.
• 21:56
  Like it was like there was no neutral process.
• 21:58
  There was no heavy kind of like flow that I need to put them
• 22:02
  through. Like it was very easy to take
• 22:04
  somebody from they discovered me and, and have them become a
• 22:08
  client. It wasn't that difficult of a
• 22:09
  disconnect. Now it's not necessarily more
• 22:13
  difficult to get them from find you to client.
• 22:16
  The thing that's changed is the time.
• 22:19
  So the thing that people have not always adapted their minds
• 22:22
  to is that someone now because of the lack of trust of what I
• 22:26
  just shared, it means that they might need a little bit more
• 22:28
  time to be bought in on you and bought in on buying from you
• 22:33
  specifically. Again, this goes back to the
• 22:34
  fact there's a lot of people they could buy from.
• 22:37
  So they're trying to figure out who am I going to buy from?
• 22:39
  Why am I buying from them and do I trust them enough to invest
• 22:43
  into this? And so they are doing their
• 22:46
  research. Buyers now are not necessarily
• 22:49
  investing Willy nilly. They are thinking of the person
• 22:52
  who's the most consistent. They're thinking of the person
• 22:54
  that they feel like they have the most clarity of, of who they
• 22:57
  are as a brand and what their beliefs are, what their values
• 23:00
  are. They're looking at the person
• 23:02
  who they feel like actually has proof of results and can show
• 23:06
  that they are somebody to be trusted, not because they say
• 23:09
  they're to be trusted in marketing, but because they have
• 23:11
  results to back it up. So there is this researching
• 23:14
  that's happening and people wanting to vet the person that
• 23:17
  they're working with, and as a result, there's a little bit
• 23:20
  more of a delay in the conversion process.
• 23:23
  We're also seeing this when it comes to DMS. If anyone does DM
• 23:25
  selling, if you are someone who sells via DMS, you also may
• 23:30
  realize that you're sending messages to people, but they're
• 23:33
  not answering for like 2 days at a time.
• 23:35
  And I had this with a couple people who I know as peers even,
• 23:39
  And they were like, yeah, I feel like I messaged somebody, you
• 23:41
  know, to tell them about my offer.
• 23:44
  And it's not that they're ghosting me.
• 23:46
  They haven't even read it. They haven't even opened the
• 23:48
  message. And they couldn't figure out,
• 23:51
  you know, what do I make of that?
• 23:52
  And I said, well, The thing is, it's one thing if someone's
• 23:55
  opening the message and then they're not buying because that
• 23:57
  basically insinuates that in fact, yeah, they are ghosting
• 24:00
  you in the sales process. But if someone's not even
• 24:03
  opening it, meaning you're not even having a chance to talk to
• 24:06
  them about the offer, then that's not really the same thing
• 24:08
  as them not converting. So it's been something that
• 24:11
  you'll start to witness within your processes of, again, how
• 24:15
  fast are people moving? Also, which connects to this is
• 24:19
  the high pressure, urgency driven sales tactics are a
• 24:24
  massive like ick. There's no other way to say it.
• 24:28
  Like there's a massive ick that is happening with people who are
• 24:32
  using these inaccurate and not realistic sales tactics of like
• 24:38
  these pushy tactics of you've got to move now I've got 5 spots
• 24:42
  left, two spots left, especially when those two spots are not
• 24:47
  even real. So like, if you're someone who
• 24:49
  genuinely has an offer that has 10 spots left, tell people you
• 24:52
  have 10 spots left, no problem. But if you're saying 10 spots
• 24:55
  left and then you're then proceeding to go sell 25 spots,
• 25:01
  that's a very different thing than real urgency, which is the
• 25:05
  fact that you genuinely have limited capacity.
• 25:07
  Now, the other thing that I think is really important to
• 25:10
  note with this is like when you have urgency, people can tell if
• 25:15
  this is real or if it's not. And so previously this used to
• 25:18
  be, it's a very urgency and scarcity is a very effective
• 25:21
  marketing and sales principle. It has to be done well though.
• 25:24
  And so again, remember your ideal client has been seeing
• 25:27
  these urgency tactics of this sales going away on this day.
• 25:31
  And I can only take on one more person and you know, we, we're
• 25:34
  getting lots of demand and all of these big claims.
• 25:37
  They see that from everyone. They see it everywhere and
• 25:41
  they're getting exhausted of it and they're calling like
• 25:43
  bullshit on this. And so it really is an
• 25:47
  opportunity to say, OK, how do I build trust?
• 25:51
  How do I be intentional about my sales process and the way that
• 25:56
  I've designed it to make sure that people have all the
• 25:59
  ingredients they need to easily buy from me?
• 26:01
  And if trust I will tell you is not built heavily before the
• 26:08
  sales conversation even happens, it really truthfully means
• 26:11
  you're probably going to struggle to sell any lead that
• 26:14
  comes to you. Because what I have seen in some
• 26:17
  of the businesses that I've been in is they've kept their process
• 26:20
  and their strategy the same as what used to work in business
• 26:24
  and they're expecting it to work today and it's not going to
• 26:26
  work. And So what ends up happening is
• 26:29
  the marketing hasn't done its job.
• 26:30
  The brand hasn't done its job to get people in that like no trust
• 26:35
  bucket. And as a result, they're coming
• 26:37
  into the sales process. And all of the pressure is on
• 26:40
  that one conversation. All the pressure is on that DM
• 26:43
  conversation. All of it's on that sales call,
• 26:45
  all of it's on that proposal you're sending.
• 26:47
  And that's because we need way more heavy lifting now in the
• 26:51
  forward facing marketing and brand before that sales
• 26:54
  conversation happens. So that's where marketing
• 26:58
  content comes in, which we'll get to in a second.
• 27:01
  Buyers as a result are either coming in one of two ways.
• 27:05
  They're coming in massively undecided.
• 27:08
  They're coming in curious, which is very frustrating as a
• 27:10
  business because you have people who are like I'm shopping, I'm
• 27:14
  looking around, I'm I'm seeing, but they're not quite at a place
• 27:17
  where they're ready to move now. And on the contrast, we also
• 27:22
  though, are seeing people who come in being nowhere on your
• 27:25
  radar and then coming in and being pre decided, let's go.
• 27:30
  And so you're going to see one of these two realities.
• 27:32
  You're going to see people who you feel like needed no
• 27:34
  convincing. They came in ready to buy.
• 27:36
  There was almost like no conversation to it.
• 27:38
  They knew what they wanted. They were right to press go.
• 27:41
  And then you've got the people who are really undecided and you
• 27:44
  feel like, why am I feeling like I have to push so much to get
• 27:48
  this person to convert? They need more warming.
• 27:51
  These people who are pre decided likely have been getting that
• 27:55
  warming and are coming in ready to move.
• 27:58
  We want to recognize the trust that we're looking to build is a
• 28:00
  direct by product of how intentional and strategic we
• 28:05
  have been with our marketing and our brand.
• 28:07
  If you haven't you're always going to feel that strain on
• 28:11
  your sales process. So with that, you also want to
• 28:14
  recognize the trust. And this is something that I
• 28:18
  cannot stand. The people who are winning right
• 28:21
  now are not the people who are the loudest.
• 28:26
  OK, So we don't need to be screaming at people on the
• 28:30
  Internet in order for people to trust you.
• 28:32
  We don't need to be screaming. And so oh, like, how do I get
• 28:35
  louder than her and louder than this person?
• 28:38
  Here's what I will tell you for any of you, especially like
• 28:40
  introverts, if you're not naturally loud, this is your
• 28:43
  time to shine because you do not need to be loud and aggressive
• 28:48
  within your marketing in order to win.
• 28:50
  I would actually argue in the coming years, what people are
• 28:54
  going to want more of is less manipulative, push, yelling at
• 29:00
  you kind of marketing. And it's not to say as a brand
• 29:03
  if you're like loud in general. I'm not saying don't be a loud
• 29:05
  brand. I'm saying if you're using it as
• 29:07
  the thing to be the button as to why people buy that is the thing
• 29:13
  that's not going to work anymore.
• 29:14
  Because what people see when they see someone who is yelling
• 29:18
  and pushing and you know, kind of just like trying to be in
• 29:21
  your face, what they see truthfully is they see somebody
• 29:26
  who is trying to market to them. They don't see real, they don't
• 29:29
  see authentic, They don't see actual connection, actual value.
• 29:33
  They see someone who's trying to say and do whatever they can to
• 29:36
  get someone to invest money with them.
• 29:39
  And as a result, it kills trust. Now on the contrast, the people
• 29:43
  who are genuinely in it for their community, the people who
• 29:47
  are genuinely in it for their audience, they're the people
• 29:50
  that are actually going to win because their audience trusts
• 29:53
  them. They recognize this person's not
• 29:55
  trying to sell them every moment.
• 29:57
  They are there to help them. They're there to add value.
• 30:00
  They're there to answer questions, they're there to get
• 30:02
  engaged. Like they're in it with their
• 30:04
  audience. Their heart is in the right
• 30:05
  place with their brand and you can tell from everything that
• 30:08
  they touch. So it was interesting because
• 30:11
  the other day I had a private client kick off and we did
• 30:14
  competitive analysis. We were going through and we
• 30:17
  were talking about, you know, some of the different people in,
• 30:20
  you know, the space and specifically in her space.
• 30:23
  And it was interesting because one of the one of the people
• 30:25
  that she had mentioned to me, I have definitely consumed quite a
• 30:28
  bit of in the sense of like, no, no, them of the online space.
• 30:31
  And it was interesting because it always had come off to me
• 30:34
  that this person's marketing was very, it read desperate.
• 30:38
  Like, it read even though they're very successful, it read
• 30:41
  that they were very desperate in the way that they market and
• 30:44
  that they were always needing a sale.
• 30:46
  Like, it was kind of like the energy wasn't like, I got me,
• 30:49
  I'm good. Like, I'm just here to serve
• 30:52
  you. And it like, hey, if you're
• 30:53
  interested, like, you know, where to find me kind of thing.
• 30:55
  It wasn't casual. It was like, you need to do this
• 30:57
  now. And like, This is why.
• 30:58
  And it was like very in your face and very loud and very
• 31:01
  intense. And so anyway, unprompted, this
• 31:04
  client says, you know, yeah, like, so and so is technically
• 31:07
  in this market too. And I'm going to be honest, I
• 31:09
  don't want to be anything like them because their stuff seems
• 31:12
  really desperate. And I was like, interesting, why
• 31:15
  do you say that? And they're like, well, because
• 31:17
  it just seems like why if you're so confident in what you offer
• 31:21
  and who you are and your values and your results, do you need to
• 31:26
  be so pushy about them? And like, this person as a brand
• 31:29
  who's saying this is not someone who's like a calm little mouse
• 31:34
  brand. Like, they are a bold
• 31:36
  personality. They also too, like, have very
• 31:39
  high energy on the Internet. It has nothing to do about the
• 31:41
  brand tone or the brand voice. It's about the delivery.
• 31:45
  And they said this person you can tell is like slimy salesman
• 31:49
  meets marketing. And it was interesting because
• 31:52
  both of us read the same thing even though neither of us have
• 31:55
  talked to each other about this one topic.
• 31:57
  And so it was very interesting to realize that the person who's
• 32:01
  like in your face, selling to you, trying to manipulate you
• 32:06
  and kind of truthfully not even try to hide it is actually
• 32:09
  giving most people a turn off now more than it is like, oh,
• 32:12
  yeah, tell me about this offer. This big promise seems exciting
• 32:16
  now. It's kind of like, why does this
• 32:17
  seem off to me? People are smarter, people are
• 32:20
  more aware about what's going on online, they're more aware of
• 32:23
  marketing, they're more aware of sales, which means that it's
• 32:26
  going to mean that those people that really, truthfully should
• 32:28
  be trusted are probably going to be the ones that shine in this
• 32:31
  market. So what can you do to build more
• 32:34
  trust and to build more connection with the people in
• 32:36
  your world? You want to ask yourself, does
• 32:38
  my sales process feel like a conversation?
• 32:41
  Does it feel like value or does it feel like a pitch?
• 32:45
  And this is something that I will say, I think for myself has
• 32:48
  been a really key element of why I've always been able to sell
• 32:53
  the prices I have, why I've always been able to sell with
• 32:56
  ease. And that's because I really want
• 32:59
  to go into every conversation adding value.
• 33:01
  It's not about like, oh, how do I get this person to convert
• 33:05
  faster? How do I use this one tactic to
• 33:07
  like not have to ask any questions and just click this
• 33:10
  link and buy. Like we really try to ensure
• 33:12
  that every sales process we have, whether you buy from us,
• 33:15
  via RDMS, via a call with myself, with the team, if you
• 33:20
  have a call, we want to make sure it's valuable.
• 33:22
  It's not just like, well, we're going to, you know, run you
• 33:25
  through this, this flow. It's like, hey, tell me what's
• 33:28
  happening with your business. Like, tell me where you want to
• 33:31
  go. How like, where are things at
• 33:32
  right now? How are you feeling?
• 33:34
  I'm going to ask you some questions.
• 33:35
  I might even get out like a iPad or like a piece of paper and
• 33:39
  start to draw some stuff and kind of, you know, map out.
• 33:41
  OK, well, here's what I could see.
• 33:42
  And what if you did this right? Like we're just wanting to add
• 33:45
  value and that aspect of transferring value in the sales
• 33:48
  process and allowing people to let their nervous system chill
• 33:53
  out so they can actually be in a conversation of exchanging what
• 33:57
  they're navigating. How we can help is part of why I
• 34:00
  think we have the sales we do. We don't look to use these fake
• 34:03
  tactics to move people. And that's because I'm going to
• 34:06
  be honest, if I say it bluntly, my consumer is really smart, and
• 34:10
  I would not want to insult her to assume that she doesn't know
• 34:15
  what's going on. OK.
• 34:17
  The reality is I have an offer. The reality is she has a
• 34:19
  problem. We're both aware of that coming
• 34:21
  into a call. So I don't need to be like, you
• 34:23
  know, doing these weird tactics to make that like, not the case.
• 34:27
  We're aware that I have something to sell, which is why
• 34:29
  she's here, and she's here thinking about buying something.
• 34:32
  We're aware the basis of that though is to say, hey, I
• 34:36
  acknowledge at the beginning, I will absolutely go into
• 34:38
  everything about our offer. You came here with a problem and
• 34:40
  I want to help you to solve that.
• 34:41
  If I'm a good fit for you, awesome.
• 34:43
  We'll go into coaching. And if not, at a minimum, you're
• 34:46
  going to walk away with clarity on some stuff.
• 34:48
  Today, I want to actually get you some granular clarity like
• 34:50
  does that make sense? Does that sound good?
• 34:52
  Like we just addressed it out the gate so that she can not
• 34:55
  feel like this is every other sales call potentially that
• 34:57
  she's been on where someone walks her through these kind of
• 35:00
  like boxes and check boxes to their pitch, right?
• 35:04
  So again, make your sales process something that you can
• 35:07
  actually have as value and a conversation, not a pitch also
• 35:12
  results. What I want you to do is be much
• 35:15
  more intentional about how many results you share.
• 35:18
  And two, how consistent are you sharing results, not promises.
• 35:22
  And this is the thing that I want to kind of, if you have
• 35:24
  like an anchor, people now are not buying promises online,
• 35:29
  they're buying proof. And this is also for any of you
• 35:32
  businesses that have a lot of things that you've generated for
• 35:35
  clients, but you've never actually compiled those into
• 35:38
  proof. Let this be your invitation to
• 35:40
  do so. One of the things that I'm doing
• 35:42
  with almost every single one of my clients is I am saying, hey,
• 35:45
  where's the proof? We need social proof in
• 35:47
  marketing. We need social proof on the
• 35:48
  website, maybe even a full blown social proof page on your
• 35:52
  website. We want social proof potentially
• 35:54
  in your highlights. We want social proof in this
• 35:56
  e-mail sequence. We need the proof.
• 35:59
  If I could say it bluntly, you as the marketer telling me that
• 36:02
  you can change my life doesn't mean anything to me.
• 36:05
  Like, of course you're going to say that you're selling me
• 36:07
  something, right? Like, of course you're going to
• 36:10
  tell me that what people want to know now is OK, not only does
• 36:13
  this person say that they can do this, but they also have proof
• 36:15
  to tell me and show me that they've done it.
• 36:19
  And that's what people care about now.
• 36:21
  People want to know that you can truly help them, not because you
• 36:26
  say you can help them, but because you have proof that you
• 36:28
  can. And so that's something that I
• 36:30
  would really recommend you to dive into more proof, not
• 36:33
  promises. OK.
• 36:35
  Now also you need to have an intentional nurture flow of how
• 36:40
  you're nurturing people. This can be done a multitude of
• 36:43
  ways. So this can be done, for
• 36:44
  example, via content. So like even for myself, I'm
• 36:47
  going to break the 4th wall. So if any of you guys are part
• 36:49
  of this, you're going to see inside the machine.
• 36:51
  OK, so my nurture funnel when it comes to my marketing is
• 36:55
  literally that I have this podcast, I have my social media,
• 37:00
  which is my short form and I have my emails.
• 37:03
  So with that, that's kind of my nurture ecosystem.
• 37:06
  So when someone's on my short form, they hopefully will find
• 37:09
  the podcast and start to consume the podcast.
• 37:11
  And they may even go into our ambitious network where they're
• 37:14
  kind of in our community, in their, in our ecosystem, right?
• 37:17
  They also could go to our e-mail list to get emails from us.
• 37:21
  And that's really you're, you're in our ecosystem in some
• 37:24
  capacity, right? So that's kind of where you can
• 37:27
  get quote UN quote, nurtured by me.
• 37:30
  Now, does this mean that everyone in this ecosystem is
• 37:32
  going to buy from me? No, there's tons of people.
• 37:34
  You may even listen to this podcast every episode you've
• 37:37
  never bought from me and I still love having you here.
• 37:39
  That's not why we do the podcast.
• 37:41
  It's not why we have this. You will often notice I don't
• 37:44
  pitch on this podcast, and that's because this is not meant
• 37:47
  to be the place where someone buys for me.
• 37:49
  It's meant to be a place that I can help you.
• 37:51
  So that's what we look at as the nurture process.
• 37:54
  Where are people getting value from you consistently?
• 37:58
  And for us, it's short form e-mail, podcast, ambitious
• 38:00
  network. Those are the places.
• 38:01
  And we're adding a new channel soon to our ecosystem, which I
• 38:04
  can't share yet, but we are adding that soon, which I think
• 38:06
  you're going to, if you guys love strategy, you're going to
• 38:08
  love because it's basically my strategy brain on steroids, even
• 38:13
  more than I could hear because I can't draw and show you models
• 38:16
  and stuff here. But I will be doing that soon.
• 38:18
  So I'm excited to share that. But with this, you want to look
• 38:22
  at the, the nurture system you've developed.
• 38:24
  So like for some of our clients, it's not social and it's, you
• 38:27
  know, having, for example, people come into, I have one
• 38:30
  client who's on sub stack. We use sub stack to a quiz, quiz
• 38:33
  to an e-mail funnel. And that's basically her nurture
• 38:36
  sequence of getting people from consuming her free stuff into
• 38:39
  her ecosystem. So again, the ecosystem is just
• 38:43
  you're, you all have a brand ecosystem, you have something
• 38:46
  right now that are ingredients in your world that maybe they're
• 38:49
  disjointed, but they could become an ecosystem.
• 38:52
  And so that's something that we look at is to say, what is that?
• 38:54
  And how can we make sure that it's nurturing people for you?
• 38:57
  And then ultimately the clothes that happened should feel like a
• 39:01
  natural next step in your world and not something that feels
• 39:05
  like a push. So I will tell you, I rarely
• 39:08
  like, I mean rarely actively like quote UN quote pitch my
• 39:13
  offer. I would say I more fall into the
• 39:16
  bucket of like subliminal selling, which basically means
• 39:20
  if I tell a story about a client, you might be excited
• 39:23
  about that story I told and then you reach out to me.
• 39:25
  It could be that I do a case study episode on the podcast and
• 39:28
  you're like, Oh my God, that's what I want to build.
• 39:29
  I'm going to reach out to Kate or the client that started
• 39:32
  working with me. She's like, I'm going to be
• 39:34
  honest, Kate, I was in your ambitious network and I watched
• 39:37
  your training in there. I applied the training.
• 39:38
  I started getting leads and sales from it and now she's a
• 39:42
  private client. I did not pitch her.
• 39:45
  There was no pitch. Like I've not, I'm not trying to
• 39:48
  push people. I'm allowing them invitations
• 39:50
  where they can find me. And I always say to you guys,
• 39:53
  you know where to find me. I'm going to be on the Internet
• 39:55
  for a long time. So it's not something that I
• 39:58
  feel like I'm push, push, push all the time.
• 40:00
  I'm here with open arms and I try to add as much value to
• 40:03
  people's lives as I can because if I do that, they win.
• 40:07
  And when they win and they want help with more winning.
• 40:10
  They'll hopefully come to me to get that help.
• 40:12
  That's how I see the process of what I do.
• 40:15
  And frankly, it's been working. So I would say when it comes to
• 40:18
  the trust aspect, recognizing that, you know, a great thing
• 40:21
  that George said, my partner, but also, you know, used to get
• 40:25
  coached by him, he said you wouldn't ever create a funnel
• 40:28
  that you wouldn't want your grandma or your mom to go
• 40:30
  through. And I really agree with that.
• 40:31
  We don't need to be creating these funnels if we wouldn't
• 40:34
  necessarily put the people we love through those funnels.
• 40:37
  Now, another shift that you're going to see is the fact that
• 40:39
  organic reach on social is not what it was.
• 40:42
  And so reach and visibility have definitely shifted.
• 40:45
  So you will see that you feel like it's a little bit harder to
• 40:48
  get views now. Maybe it's a little bit harder
• 40:50
  to get new followers because you feel like it's more difficult
• 40:53
  for your content or your marketing to be seen by people
• 40:56
  that don't know you. And with this, it can often
• 40:59
  times feel like it's just difficult in general to get seen
• 41:03
  compared to the way that it was before.
• 41:05
  So that's honestly because truthfully, before social media
• 41:09
  used to be effortless. Like I'm not going to lie, there
• 41:12
  was times in my business where I previously social media, you
• 41:17
  could whip up something and it would do really well.
• 41:19
  The messaging now that is again, required to stand out needs to
• 41:23
  be very precise. The media does matter a lot when
• 41:27
  it comes to what you produce, the copy of things and how much
• 41:30
  that lands. The editing of things is
• 41:32
  becoming more advanced. So in general, there is a higher
• 41:37
  threshold, a higher level that is being asked of people on
• 41:42
  social media in order to be able to not only survive in this
• 41:46
  current social situation, but also to thrive within it.
• 41:50
  And so there's also this correlation now that having a
• 41:54
  big following really doesn't mean anything anymore.
• 41:57
  And I've seen this time and time again that there's so many
• 41:59
  people that have or believe they have a big following or they
• 42:03
  believe if they just had a bigger following that they could
• 42:05
  do better. And I have to be that bearer of
• 42:08
  bad news to say truthfully, if I doubled your following, it
• 42:11
  wouldn't really mean anything for your business because if
• 42:14
  your business is not thriving at 2000 or 4000 followers, it's not
• 42:20
  going to thrive at 40,000 followers.
• 42:22
  Like I have a client right now that is around 1100.
• 42:26
  I think it is 11112 hundred followers and they're doing in
• 42:30
  their business 40 grand a month. So like it is not about
• 42:34
  followers, equal revenue. And so I think previously there
• 42:37
  was this kind of misconception that if we just had more
• 42:40
  followers, if just more people knew about me, that would be the
• 42:42
  thing that would allow me to be successful.
• 42:44
  Whereas I don't actually think that that's true necessarily
• 42:46
  anymore. And with that, I think that the
• 42:50
  other piece which is important to consider is that again, let's
• 42:54
  go back to that life cycle of things when you have a social
• 42:56
  media platform that's in its infancy.
• 42:58
  So this happened with TikTok. When TikTok was getting started,
• 43:02
  there wasn't a lot of people on the platform, which meant it was
• 43:04
  much easier to be discovered. The visibility was much easier.
• 43:08
  Now on the contrast, though, then if you shift to something
• 43:12
  like, you know, two years later, three years later, the video
• 43:16
  that used to get 300,000 people seeing it.
• 43:19
  Now for some people is getting 300 people seeing it, 3000
• 43:24
  people seeing it. So just simply also the duration
• 43:27
  of a platform drastically impacts the level of its
• 43:31
  performance over time. So this is also why when you
• 43:35
  know, businesses or consultants will say, you know, hey, here's
• 43:38
  the thing to get on top of, hey, here's the thing to be
• 43:40
  integrating. It shouldn't be taken lightly.
• 43:43
  And that's because that means that someone saying, hey, this
• 43:46
  isn't its infancy, you're going to want to move on this.
• 43:50
  So that is also something that I would keep in mind is that if
• 43:53
  you want visibility, you also want to ask yourself, am I
• 43:57
  taking a step on these platforms in these new ways of what's
• 44:02
  working on social when they're working?
• 44:03
  Or am I taking too much of A delayed action that I'm not
• 44:07
  actually able to capitalize on it when it's been effective?
• 44:10
  OK, So what does this mean for you?
• 44:12
  People who built their entire business based off of following
• 44:17
  are struggling massively right now.
• 44:20
  So if you believe that just more people was the reason that you
• 44:24
  were going to be more successful, you're going to
• 44:26
  struggle. And that's because again, sheer
• 44:29
  volume and this kind of surface level of community is not really
• 44:34
  going to do anything now when it comes to sales and when it comes
• 44:38
  that like no trust. And also followings now are not
• 44:43
  quite viewed the same as they once were previously, you know,
• 44:46
  years ago when someone had a really big following, because
• 44:49
  again, it wasn't that typical when people had a really big
• 44:51
  following, it was seen as a big deal because you thought, Oh my
• 44:54
  gosh, how did this person generate half a million people
• 44:58
  who know who they are or a million people who know who they
• 45:01
  are? So before it was this idea of
• 45:05
  this was kind of a monumental thing for someone to be able to
• 45:07
  achieve. Whereas now there's a lot of
• 45:09
  people that have a lot of very big followings.
• 45:12
  And yet we know that some of those big followings are not
• 45:15
  necessarily big businesses. So again, there's not a
• 45:18
  correlation always between more people and more revenue.
• 45:21
  Also, in the context of more, we also want to recognize that more
• 45:25
  content also does not necessarily mean more clients.
• 45:30
  And I want to add a caveat to this because I'm not saying by
• 45:33
  any means that you should be posting like nothing or
• 45:36
  sparingly, and that if you weren't putting out more posts
• 45:39
  that you wouldn't get more people to know who you are.
• 45:40
  That's not what I'm saying. Just simply more to do more is
• 45:46
  not necessarily going to generate more sales.
• 45:48
  And that's because more clients is actually coming from more
• 45:51
  depth, not always more width. And that's because if I'm going
• 45:55
  to be honest, making more content has never been easier.
• 45:57
  We have AI to help us to make more content.
• 46:00
  We've got, you know, social media managers to help us with
• 46:03
  putting out more content. We've got repurposing to help us
• 46:07
  put out more content. Putting out more content is not
• 46:10
  always the issue that people have.
• 46:13
  And yet I think there used to be this kind of narrative.
• 46:16
  And still for some, there is this narrative that if I just
• 46:19
  put out more content, then I'm going to get more clients.
• 46:21
  So much so that some people are posting 7 times a day to be able
• 46:27
  to grow their business. And I will tell you, I know a
• 46:30
  business right now that is doing around $20 million a year, $20
• 46:36
  million a year, and they post once a day on Instagram and once
• 46:40
  a week on YouTube. That's it.
• 46:43
  Like there's nothing else. There's not seven times a day.
• 46:45
  They're not on every single platform.
• 46:47
  They're not trying to be everywhere and do everything.
• 46:50
  And that's because they've really doubled down on depth,
• 46:52
  not width. And so I think that there's this
• 46:54
  shift, which is that we used to believe that if I just had more
• 46:58
  content, I obviously would make more sales.
• 47:00
  And I don't know that that's actually true anymore.
• 47:02
  So remember, more content doesn't necessarily mean more
• 47:07
  conversions with that also recognizing the type of content.
• 47:11
  So value has changed big time. I definitely used to be more in
• 47:20
  the teacher bucket or like the educator bucket.
• 47:23
  I definitely feel like that's my natural go to.
• 47:25
  I love to educate, I love to teach, but the thing that I also
• 47:29
  recognized was like, hey Kate, information has never been more
• 47:32
  accessible on the Internet, so we're seamless divide.
• 47:36
  There are people who when they only did education, which was
• 47:40
  me, if you only did education, what that meant was that you
• 47:45
  now, because of the rise of AI, have to lean into personal
• 47:48
  brand. We're going to get to brand
• 47:50
  right after this. So I'm going to do a little deep
• 47:51
  dive on that, but personal brand is a non negotiable.
• 47:55
  Now I want to be really clear because I had to clear this up
• 47:57
  with someone like probably 2 weeks ago.
• 47:59
  I was onboarding a new client and they were like, Oh well I
• 48:02
  don't really want to share my whole life online.
• 48:03
  And I was like, OK. And they're like, do I have to
• 48:08
  do that? I'm like, no, you don't have to
• 48:09
  share all your deepest darkest secrets online.
• 48:12
  You need to be sharing your beliefs, your values, your
• 48:16
  perspectives, your unique pieces about you, your individual
• 48:20
  personal values. You don't need to be doing day
• 48:23
  in the life. You don't have to show your kids
• 48:25
  online. You don't need to be showing you
• 48:28
  stretching getting out of bed in the morning.
• 48:30
  You don't need to show you in your pajamas.
• 48:32
  You don't need to do that in order to build personal brand.
• 48:35
  Personal brand is not a byproduct of showing your
• 48:39
  day-to-day of your personal life.
• 48:40
  It's showing you and who you are as a person in what your offer
• 48:44
  is, not necessarily all the INS and outs of the day in the life.
• 48:49
  So I don't want you to feel like you need to be an influencer or
• 48:51
  a vlogger or something along that line in order to be able to
• 48:55
  have personal brand. But it is important because if
• 48:57
  you are an educator, what's happened is so much information
• 49:00
  has become available that if you do not lean into personal brand,
• 49:03
  your value used to be information.
• 49:06
  And over time that is depleting because there's not an
• 49:10
  understanding of OK, great, she's teaching the info, but why
• 49:12
  do I want to learn the info from her?
• 49:15
  That's the thing that is still a question that's open if you
• 49:18
  don't have good personal brand. So what ends up happening is
• 49:22
  that they don't have perspectives from you.
• 49:24
  They don't have values from you. They don't have your beliefs.
• 49:26
  They just have info and listen, they can get that info on AI.
• 49:29
  So they're going to leave. They don't have a reason to
• 49:31
  stay. You haven't given them a reason
• 49:33
  to stay. Now on the contrast, we also
• 49:35
  have the personal brand person who has been doing the day and
• 49:39
  the life and the the, you know, behind the scenes and who they
• 49:42
  are and showing their life and all these pieces.
• 49:45
  But the thing that you want to recognize is entertainment alone
• 49:50
  is not going to necessarily be the thing that generates your
• 49:53
  sales. So while it might be OK, yeah,
• 49:56
  people want personal brand, I'm going to lean into making more
• 49:59
  personal brand content, which is great.
• 50:02
  The personal brand content also can't just be personal brand.
• 50:06
  Because if it is, the question is great.
• 50:07
  I know your beliefs, your values.
• 50:09
  I know about you as a person. I know about you and your
• 50:11
  qualities. But my question becomes, OK,
• 50:14
  great. But like, what do you have to
• 50:15
  offer me? Like what are you going to help
• 50:17
  me to realize about myself? What are you giving me clarity
• 50:19
  on? What are you helping me to
• 50:20
  create momentum in? What are you helping me to
• 50:22
  shift? And if you can't do that for me
• 50:25
  or make that clear as to what that is, you're just
• 50:28
  entertainment bucket to me, which means you're not going to
• 50:30
  generate any sales. So what we see is that posting
• 50:34
  lots of education just creates more noise.
• 50:36
  It's not really necessarily helping you in any way.
• 50:39
  And just doing entertainment is also not necessarily helpful as
• 50:42
  a business because it means that people don't see you as someone
• 50:45
  who can give them insight, transformation, momentum and
• 50:49
  movement in something they're navigating.
• 50:50
  They just see you as entertainment.
• 50:52
  So it's really about the hybrid of the two.
• 50:53
  We need to see the person of who you are paired with the value at
• 50:59
  the same time in your ecosystem. And so that's really ultimately
• 51:03
  what needs to be happening now when it comes to content and
• 51:06
  marketing moving forward. So what this looks like is you
• 51:10
  want to shift your focus from how much what you post to really
• 51:15
  what you stand for and looking at.
• 51:18
  It's not just about volume, but also asking yourself, is there
• 51:22
  quality to this? And again, I'm not saying that
• 51:25
  if you want to post multiple times a day that that won't do
• 51:28
  anything for your business. It's not to say that it can't.
• 51:30
  I'm going to explain to you the way I explain to my clients, OK?
• 51:33
  Posting more crap is just more crap.
• 51:36
  Posting more of actual good stuff is what's actually going
• 51:41
  to grow your business. So that's where I want to get
• 51:43
  clear because when you hear an Alex Hermosi who's talking
• 51:46
  about, you know, volume, volume content, content, I don't
• 51:50
  disagree that obviously more chances at bat is always going
• 51:54
  to be better. But the other thing we want to
• 51:56
  recognize is if I just post more crap, I'm just ending up with
• 51:59
  more crap on the Internet. So if you are someone who wants
• 52:03
  to dial up volume, make sure you that you're at and you're ready
• 52:06
  to do that. You're at a place where that
• 52:07
  makes sense, meaning that you can also maintain decent quality
• 52:12
  quality while increasing volume. Otherwise, it just looks like
• 52:15
  you're spraying crap on the Internet and nobody wants to
• 52:17
  consume that, especially when they can scroll and have
• 52:20
  somebody else who actually cares about quality, quality of
• 52:23
  message, quality of copy, quality of media, etcetera.
• 52:26
  So invest as a result into building and getting clarity of
• 52:30
  a clear, recognizable brand. If you do not know who you are
• 52:34
  as a personal brand, if you don't know how to translate
• 52:36
  that, I too was somebody that used to believe that being
• 52:39
  personal brand was personal content.
• 52:42
  And I was like, I don't want to share my entire life on the
• 52:44
  Internet. And it was once I learned what
• 52:47
  it actually looked like tangibly to build personal brand, how to
• 52:52
  demonstrate your values, how to share your beliefs, how to
• 52:55
  integrate your perspective, how to let people in on who you are
• 53:00
  and the back story of you without having to share your
• 53:03
  entire personal life. That's really the unlock for
• 53:05
  helping you to do and achieve these things that you want to
• 53:08
  do. So with this, if you are
• 53:10
  somebody who wants to build brand, you want to recognize
• 53:12
  that you have to have that clarity of who you are and the
• 53:15
  way that you want to translate online before you just start
• 53:18
  randomly posting things. So quality is always as well as
• 53:24
  clarity going to outperform quantity.
• 53:27
  OK. So it is, is not just as simple
• 53:30
  as more is more and more is more and more is more.
• 53:33
  If I could recommend something to you, I would rather you post
• 53:36
  three times a week and have those posts be really
• 53:39
  intentional with their messaging and the brand tone within them,
• 53:43
  the brand clarity in it, the idea of the marketing and where
• 53:46
  you want that to translate and the goal behind it.
• 53:50
  I'd rather you actually have intention and depth around what
• 53:52
  you're making versus just putting stuff out and hoping
• 53:55
  that if I just post more times, I'll get more clients.
• 53:58
  It's not going to work. And you can honestly save
• 54:00
  yourself a lot of energy from just putting out tons and really
• 54:04
  wrapping out hours when this way you could be posting three times
• 54:08
  a week and you could potentially get the exact same outcome with
• 54:10
  way less effort. So the last thing I will say is
• 54:14
  that a distinct brand is going to be something that is really
• 54:19
  the person who gets remembered. And this is something that I
• 54:21
  will say, you're going to see more people who are being more
• 54:24
  bullish about their perspectives, more forward
• 54:27
  facing upfront about their lenses on the world.
• 54:32
  And that's because if you don't stand for anything, no one can
• 54:35
  stand with you. And this is something that I
• 54:37
  have seen a lot I've had to say to people, listen, like, I don't
• 54:40
  know what you stand for. I don't know what you stand for.
• 54:42
  And that's because everything is so vanilla.
• 54:45
  Like they're not willing to take a stance, They're not willing to
• 54:47
  have an opinion. They're not willing to be in
• 54:50
  contrast to someone or something else.
• 54:52
  There's just kind of this across the board.
• 54:55
  You know, I don't want to like, upset the apple cart.
• 54:57
  I don't want to, you know, be too agitational.
• 55:00
  I don't want to be too spicy. You need to put your stake in
• 55:03
  the ground on something. You got to have beliefs that are
• 55:07
  about something for someone and stand in those.
• 55:10
  Otherwise, why would I consume you?
• 55:12
  What is different about your beliefs or perspectives from the
• 55:15
  other person? And it is the thing that's going
• 55:18
  to cause you to actually build or not build any kind of brand
• 55:21
  or any kind of audience or marketing.
• 55:23
  So making sure that you are also very clear and consistent, not
• 55:27
  like, oh, I did a post like that one time.
• 55:29
  This is like every week that we want you to be talking about
• 55:32
  what you stand for, what you stand against.
• 55:34
  And therefore if someone stands with you, what they're part of.
• 55:37
  Now this leads me into the other bucket, which is personal brand.
• 55:41
  So brand and personal brand. So what's changed?
• 55:44
  OK, the common kind of like, you know, my funnel, my launch
• 55:48
  template, my content formula that everybody used, it doesn't
• 55:52
  work anymore. So if you're trying to copy
• 55:55
  paste somebody else's content calendar, you're probably going
• 55:58
  to have a difficult time in getting the outcomes you want
• 56:00
  from that. And that's because their
• 56:02
  approach is not something that's actually customized to you.
• 56:05
  So it really goes back to what we've been saying as a three
• 56:08
  line, right? We need an aspect of
• 56:10
  personalization and we need an aspect of customization.
• 56:14
  OK, so this is a matter of you really getting clear of what
• 56:17
  makes me different, which means that you picking up somebody
• 56:20
  elses tools and just saying, OK, great, this is what I'm going to
• 56:23
  do. Then is not going to allow you
• 56:25
  to discover that also strategy is not copy paste and everybody
• 56:30
  sounds the same because you are getting AI to help you with
• 56:34
  marketing. You also may be prompting it the
• 56:37
  exact same way as the person next to you, especially if
• 56:40
  you're not prompting it with marketing specific frameworks or
• 56:42
  marketing specific principles. So what ends up happening is
• 56:46
  that you will sound like everybody else because you're
• 56:50
  using a copy paste aspect to it. You're using copy paste hooks.
• 56:54
  Copy paste AI wrote me this caption.
• 56:57
  I'm going to post this today. Copy paste of whatever it may
• 56:59
  be. And that's also part of why it
• 57:01
  may not be working because again, it sounds like everybody
• 57:04
  else. So in this next wave, personal
• 57:07
  brand can't be a copy paste of somebody else or something that
• 57:09
  someone else is doing. We've also shifted away from an
• 57:14
  information economy to a brand economy.
• 57:16
  So This is why, you know, we're seeing a change in courses,
• 57:20
  we're seeing a change in just information.
• 57:22
  It's all now about the perspective of the person, not
• 57:26
  just them being the person who can relay information.
• 57:29
  And before, when you used to win in marketing or as a brand, it
• 57:34
  was all about knowing something. Like if you really knew
• 57:37
  something as a topic, you were the the go to on marketing, the
• 57:41
  go to on sales, the go to on SEO or design.
• 57:44
  That meant that you were like a trusted person.
• 57:47
  You were the go to expert on this topic.
• 57:49
  And now it's about owning something.
• 57:53
  It's about owning a category, owning a perspective, owning a
• 57:56
  point of view, and not necessarily being known for
• 58:00
  information, but being known for insights.
• 58:03
  That's how I phrase it to clients.
• 58:04
  We are in a a current economy of insights over information,
• 58:10
  insights over information. So it is really important that
• 58:14
  you're not just relaying what's the equivalent of like your
• 58:17
  industry's textbook via your content.
• 58:20
  The three tips, the four steps. That doesn't work anymore.
• 58:23
  It used to work. It does not work anymore.
• 58:25
  You have to have some insight around things, not information.
• 58:29
  So for example, information might be the three tips that I
• 58:34
  would give to a scaling business, okay?
• 58:36
  Whereas if I wanted to do insight, it could be a post that
• 58:40
  talks about a story that includes those three pieces in
• 58:44
  the storyline. It could be to the three
• 58:47
  mistakes that I had to learn from the hard way, including the
• 58:50
  information as part of that, again, what I learned.
• 58:53
  So again, you've got social proof story.
• 58:54
  It could be your own story with the insights why you're going to
• 58:58
  want to pay attention to these three things.
• 59:00
  And again, giving insight to why that matters, the impact of
• 59:04
  them, the implications of them, how these three things could
• 59:07
  actually be impacting you today. So again, impact implications,
• 59:11
  why you need to be looking out for these three things in your
• 59:14
  business. Again, impact implications
• 59:17
  versus just here's a tip. So we all those are, I'm
• 59:22
  obviously riffing off and I'm trying to give you as much as I
• 59:24
  can very shortly. But what we're looking at there
• 59:28
  and the objective of that is to give insight around the
• 59:31
  information, not just information itself.
• 59:33
  And again, if you're just in this thing of like, well, I'm
• 59:35
  gonna do 3 tips on Tuesday and I'm gonna do a social proof on
• 59:38
  Thursday. You can do the tips.
• 59:40
  But I'm telling you, the tips are not going to do anything
• 59:42
  when it comes to building brand for you or frankly doing
• 59:46
  anything when it comes to marketing or sales.
• 59:48
  So what we need to do instead? Founders that are building a
• 59:51
  personal brand right now are outperforming those that have
• 59:55
  basically the identical services but didn't build a brand if you
• 59:58
  have been hiding. This is not going to be a good
• 1:00:02
  season if you don't change that hiding.
• 1:00:05
  Again, I am not asking you to be an influencer.
• 1:00:07
  I am not asking you to do something that you're not
• 1:00:11
  comfortable with, but you do have to be seen.
• 1:00:13
  You can't hide behind a carousel anymore.
• 1:00:16
  And I'm going to be honest, I'm going to throw myself in the
• 1:00:17
  stake here. I too am in this shift right now
• 1:00:20
  with my own marketing. I've had many years where I did
• 1:00:23
  a lot of mass produced content. So basically what I mean by that
• 1:00:26
  is I would have like 2 weeks at a time and I would make content
• 1:00:29
  for two weeks at a time. And so as a result it would like
• 1:00:32
  be be pre created and I wouldn't really have to worry about it.
• 1:00:35
  It would be like pictures, carousels, designs.
• 1:00:37
  I wouldn't be really stressed about it.
• 1:00:38
  But the number one thing that people want now is they want the
• 1:00:41
  person. They want to be able to see the
• 1:00:43
  person, connect with the person, and that's something that I know
• 1:00:48
  and I can see within the market, which is why we are making the
• 1:00:50
  shifts that we're making. I'm like, hey, great, Kate, you
• 1:00:53
  had that season, that's awesome. But that's not going to work
• 1:00:56
  anymore. And so you have two choices.
• 1:00:58
  You can put your stake on the ground and be like, well, I
• 1:01:00
  don't want to film more content and I don't want to post, you
• 1:01:03
  know, this kind of content or whatever it might be.
• 1:01:05
  But at the end of the day, that's where the market's going.
• 1:01:07
  So you either pivot or you die. That's really what it comes to
• 1:01:10
  in business. It's not emotional.
• 1:01:11
  The market doesn't care how we feel.
• 1:01:13
  It's going where it's going to go and you either adapt or you
• 1:01:15
  die. And so that is my perspective
• 1:01:18
  when it comes to my business, which meant back to the drawing
• 1:01:21
  board when it comes to content, back to the drawing board when
• 1:01:24
  it comes to what we produce and how we can show up in a certain
• 1:01:28
  way and what we should be making.
• 1:01:30
  This is something that, you know, it's not a, it's not a
• 1:01:33
  negotiable thing. It's a requirement.
• 1:01:35
  And so even myself, I'm adjusting to, I'm not just
• 1:01:37
  recommending this to you. This is also something that I'm
• 1:01:39
  doing. And you know, even the perfect
• 1:01:41
  brand is not the thing that's going to separate you.
• 1:01:44
  I would actually say I'm really interested to see.
• 1:01:47
  I'm kind of early in this part of my assessment, but I wonder
• 1:01:52
  sometimes if the perfect aesthetic is actually going to
• 1:01:54
  go away in the sense of that people won't want it.
• 1:01:56
  And the reason I say that is I think that especially because of
• 1:01:59
  AI and the fact that AI can make anything polished and beautiful.
• 1:02:02
  Now I do wonder, there's just like this desire now of do
• 1:02:06
  people want more human? And we know that hyper, hyper
• 1:02:10
  curation can make people feel super inauthentic and that
• 1:02:13
  people are wanting that more. Yeah, just like natural
• 1:02:16
  connection of feeling that someone's real.
• 1:02:18
  And you'll even see us with celebrities.
• 1:02:19
  Celebrities are naturally in their own right, pretty non
• 1:02:24
  relatable, right? Just in the basis of what they
• 1:02:26
  do and who they are. And so they're not necessarily
• 1:02:28
  very, very relatable. But with that, we're seeing even
• 1:02:32
  them, they're doing get readies with me, they're doing a video
• 1:02:35
  in their car. They're trying to almost in some
• 1:02:38
  respect hide their lifestyles because they recognize to the
• 1:02:41
  masses in this current, you know, state of things, it's not
• 1:02:45
  relatable, it's not authentic and the audience doesn't love
• 1:02:48
  the flashiness all of the time. So it's been really interesting
• 1:02:52
  to see how the curation is almost not desired by consumers
• 1:02:58
  anymore. They want human, they want real.
• 1:03:00
  And especially in a day and age where the non real is being, you
• 1:03:04
  know, done in volume now it's really causing this need for
• 1:03:08
  people to say, OK, but where's the authentic?
• 1:03:10
  Where's the human part of all of this?
• 1:03:12
  So what do we do? We need to develop our own point
• 1:03:14
  of view, not a better funnel. OK, so you need to develop your
• 1:03:18
  own perspective. You need to invest as much as
• 1:03:21
  you can into building your personal brand.
• 1:03:24
  I want to say this in two ways. If you are someone who has a
• 1:03:27
  personal brand, take it more seriously.
• 1:03:29
  Don't let it just be a back burner thing and be a side note.
• 1:03:33
  Second, if you don't have a personal brand, this is the time
• 1:03:35
  to get started. If you feel like you have been
• 1:03:38
  putting this off and you're like, I don't really want to
• 1:03:40
  have to, you know, show up as me.
• 1:03:43
  I want to delegate everything. You really want to look at how
• 1:03:45
  can you integrate brand? How can you make sure that you
• 1:03:48
  are in some way connected to the ecosystem of the business?
• 1:03:51
  We're seeing this, by the way, in big businesses too.
• 1:03:54
  McDonald's, the CEO of McDonald's is making content
• 1:03:57
  eating their burger. The CEO of Burger King is making
• 1:04:00
  content eating their burger. Like this is not an online, you
• 1:04:04
  know, small businesses thing. This is being done at the
• 1:04:07
  highest, highest levels and people being integrated into
• 1:04:11
  their own marketing. And that's because if you don't,
• 1:04:14
  these brands are recognizing that's what the consumers want.
• 1:04:16
  And so again, it's the adapter dye pathways.
• 1:04:20
  You also want to create frameworks that are
• 1:04:22
  distinctively yours. So something that is really
• 1:04:25
  important when it comes to, again, the information versus
• 1:04:28
  brand economy. If you're one of those people
• 1:04:30
  who loves information, take your information and put it into a
• 1:04:33
  framework. Make sure it's something that
• 1:04:34
  people know is yours. Like I have this framework that
• 1:04:37
  I've been using for years. It's called the 4S framework.
• 1:04:39
  If you guys have coached with me, you know what I'm talking
• 1:04:41
  about. The 4S framework is a messaging
• 1:04:43
  framework that I have used for years in the business.
• 1:04:46
  And it's interesting because I have had people who have learned
• 1:04:49
  this and blessed their heart, have taken it and decided to
• 1:04:51
  disperse it to other people. And in doing so, I have had
• 1:04:56
  people come back and say, hey, Kate, so and so's like, you
• 1:04:58
  know, got this framework in their program or so and so's
• 1:05:01
  teaching acts. And you know, it's been
• 1:05:03
  interesting because it made me realize like I on one hand,
• 1:05:07
  obviously it's frustrating for people to sell your framework.
• 1:05:09
  But on the flip side, what I actually cared about is I said,
• 1:05:11
  wow, that's great that this person recognizes this framework
• 1:05:14
  so distinctly to be connected to me that these people are coming
• 1:05:17
  back and telling me this. And so that's the real win of
• 1:05:19
  that situation, right? Is to say, okay, great.
• 1:05:22
  How do I create frameworks? Or for you, how do you create
• 1:05:25
  frameworks that allow someone to see that and go, oh, I know
• 1:05:28
  that's Sarah's or oh, I know that's Hannah's.
• 1:05:31
  And that's because they see it directly connected to you.
• 1:05:35
  So I want to kind of just open that up to say, is there a way
• 1:05:39
  that you can take the information that you love and
• 1:05:41
  actually start to connect this to frameworks specifically?
• 1:05:46
  Now with that, the last piece I want to ask you is what is
• 1:05:50
  something that you own or you dominate in your space?
• 1:05:54
  A perspective, a category, a voice and opinion?
• 1:05:57
  What is something that you're like, oh, this is my thing.
• 1:06:00
  The thing that I will say that I love in my business is high
• 1:06:04
  ticket and I love data and I love strategy.
• 1:06:08
  Those like strategy data, high ticket are like my bread and
• 1:06:11
  butter. I'm not usually the coach that
• 1:06:13
  you go to if you want to learn your human design.
• 1:06:16
  I'm not usually the coach that you go to if you know you're
• 1:06:20
  somebody who wants to get into the depths of your subconscious,
• 1:06:23
  right? Like I have coaches I can
• 1:06:24
  recommend for that who are incredible at what they do, but
• 1:06:28
  it's not the the core of what I am.
• 1:06:30
  And I don't try to be those things.
• 1:06:31
  And that's because you don't need to be something outside of
• 1:06:35
  that to help. Again, that's you trying to help
• 1:06:37
  way more people, which is where we started making sure that you
• 1:06:40
  actually have a niche and you're specific of who you're helping.
• 1:06:43
  So I'm going to be honest, we have a Part 2.
• 1:06:46
  Today's episode. We are going to be diving into
• 1:06:49
  premium buyers, what has changed with them, what you need to know
• 1:06:52
  to get those premium buyers and what you need to do to ensure
• 1:06:55
  that you're attracting them. We're going to talk about the
• 1:06:58
  ever so loved topic of AI again. What is happening with AI right
• 1:07:03
  now, What you want to be considerate of, of how fast it's
• 1:07:06
  changing, what it will impact in your business.
• 1:07:08
  Depending on the kind of business.
• 1:07:09
  I'm going to break down two things, what AI is looking like
• 1:07:13
  inside of coaching businesses right now, and I'm also going to
• 1:07:15
  break down how I'm using it inside of agencies And again,
• 1:07:17
  what I recommend that you start to integrate right away.
• 1:07:20
  And also keeping in mind as a result of AI, how clients are
• 1:07:24
  actually finding you today and what you need to know when it
• 1:07:27
  comes to online presence, how you're being discovered and also
• 1:07:31
  how to put intentional pieces in place to allow yourself the
• 1:07:35
  highest chance of being discovered on social and on the
• 1:07:38
  Internet today if you want to win and much, much more.
• 1:07:41
  So with that, this will had to be a 2 parter because I have so
• 1:07:45
  many things to share when it comes to what is changing about
• 1:07:48
  the online space. So in a Part 2, we're going to
• 1:07:50
  spend on those topics and much more.
• 1:07:52
  So with that being said, I will see you on the next episode,
• 1:07:54
  which will be Part 2 of things that are changing in the online
• 1:07:58
  space. And you know before that before
• 1:08:00
  recording that if you are somebody that has a question
• 1:08:05
  about the online space, if you are somebody who feels like I
• 1:08:07
  feel like this is changing, is that just me?
• 1:08:09
  As always, feel free to slide into my DMS ask away if you're
• 1:08:12
  like, Oh my gosh, this validated this thing that I was feeling
• 1:08:15
  and I was feeling this too. Whatever that little aha moment
• 1:08:18
  or question might be, feel free to always message me if you have
• 1:08:22
  anything that you want to share or ask.
• 1:08:23
  So with that being said, we'll see you on next week's episode.
• 1:08:26
  And, as always, stay ambitious.